Latest Module Specifications
Current Academic Year 2025 - 2026
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Description The module introduces students to contemporary issues in digital advertising and communications and the managing of digital advertising operations. The purpose of the module is to provide students with skills, concepts, frameworks, and experiences that are useful for developing creative digital advertising campaigns and managing digital advertising operations, thus providing students with real-world practical experience. In addition to the operational/technical aspects of digital advertising, the module will emphasise advertising's practical, theoretical, and philosophical problems and contributions. This is essential for addressing some of the creative and ethical challenges facing organisations in the digital realm. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Synthesise theory and practice to assess the efficacy of digital advertising strategies and tactics in specific contexts 2. Critical assess the impact of advertising from a variety of perspectives with reference to the relevant theoretical material 3. Critically evaluate digital advertising options and apply specialist knowledge, theory and practice to a range of organisations and industries. 4. Develop and defend coherent and persuasive arguments for the adoption of emerging technologies in the digital advertising domain. 5. Provide evidence of knowledge and competence in the design, development and management of digital advertising operations. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml |
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Indicative Content and Learning Activities
Contemporary Issues in Advertising The Digital Advertising Ecosystem Managing digital advertising campaigns Selling digital media Managing and evaluating campaigns Emerging technologies Display Advertising Video Advertising | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List Books: None Articles: None | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Other Resources None | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||